Purpose Not Perks allowed employees and HR managers to sound off in a fun, comedic way; sharing silly perks and ineffective ideas from their work. The campaign stars a newly developed character “Pete Purpose”, who highlights the ineffectiveness of perks at his company. His presence is the mouthpiece of the site, as well as the star of a weekly satirical comic series on the topic.
I developed the idea to softly promote GP Strategies’ ‘Employee Purpose’ consulting business. Using humor was a first for this market, and helped the client stand out from their competitors in a very unique and memorable way.